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Anchor looks to put cheddar in the heart of the public with packaging redesign


By Ishbel Macleod | PR and social media consultant

February 19, 2014 | 1 min read

Anchor has unveiled the new packaging for its cheddar range, designed by Elmwood, as part of its ‘tastes like home’ ethos.

The packaging design features a woodcut style, with a heart shaped crest which aims to convey quality and excellence.

Andrew Lawrence, Creative Director at Elmwood said: “Our approach was all about balance, combining high quality cues while engaging with consumers emotionally through well crafted and considered design. We’re really pleased with the end result and look forward to seeing it on shelf.”

Set to roll out this month, the packaging has been redesigned for the mature, extra mature and lighter variants of cheese, as well as for the grated and sliced varieties.

Kate Richards, senior brand manager at Arla Foods said: “Having worked with Elmwood before, we knew how effective their work would be and they absolutely captured everything that is so important to the Anchor brand. We are delighted with the way Elmwood’s design celebrates the quality of our cheddar range and helps us to stand out in such a busy fixture.”

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Elmwood is the world’s most effective brand design consultancy. A bold statement, but true. We’ve won more Design Effectiveness Awards than anyone else in the history of the scheme, recognition of our work’s commercial success.Elmwood began as a small, local agency in 1977, and whilst we now have studios in Leeds, London, New York, Singapore, Hong Kong and Melbourne, we’re still very much independent.

We work right across the board from insight and strategy, to creative and design, and can tick off a long list of sectors including retail, government, sport, media, FMCG, B2B and more. Our joint ventures also mean we can offer specialist services in sustainability consulting, industrial design and environmental design.

So that’s Elmwood in a nutshell for you – there’s plenty more at

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